Britvic is set to shake up the soft drinks industry by giving its iconic Tango brand a new twist with the launch of Turbo Tango, a ground-breaking soft drinks innovation targeted at teens. The innovation features ‘nitro-fuelled’ aerosol technology, to deliver a foamy blast of orange and a totally new drinking experience.
Britvic led a team of more than 40 international development partners to create the world’s first plastic aerosol drink* and has licensed rights to the patented technology that creates the foamy sensation. This technology has the potential to create a whole new future segment in the soft drinks market.
Turbo Tango will be targeted at late teens, where early trials have been highly successful. It will be available from July in selected stores, with the bulk of the product appearing on shelves in August. The limited edition launch will focus on teen leisure and impulse outlets as well as selected cinemas throughout the summer.
The launch of the new product will be supported by a sponsorship deal with the new film from teen cult series ‘The Inbetweeners’, which breaks in cinemas this August, along with creative viral media campaigns and outdoor advertising.
Sales of fruit carbonates more than doubled last year, and Tango outperformed the competition, growing in value by more than four times its nearest rival. Since Britvic’s 2008 ‘Save Tango campaign’, when consumers voted with their feet to keep the fizzy drink in the shops, the brand has seen double digit growth year on year and built a loyal following amongst the teen market.
Turbo Tango is the latest in a long line of soft drink innovations from the Britvic team, which is constantly looking for new ways to push the boundaries in the soft drinks sector. The ambition with Turbo Tango is to build long-term brand value by fusing Britvic’s consumer insight – that Tango’s teen customers want to be entertained with fun and quirky experiences – with scientific expertise.
Britvic’s innovation focus runs right through company and its history. In the 1930s, it came up for the formula for Robinsons Lemon Barley Water to quench the thirst of players at Wimbledon and more recently, the company created the first packaged adult juice drink exclusively for pubs in the form of J2O. Recent successes include the launch of Juicy Drench, rated top of Nielsen’s most successful product launches of the last three years.
This summer also sees the expansion of the Robinsons and Tango brands into confectionery, with the introduction of tangy chews and boiled and jellied sweets through licensing deals with quality confectionery partners.
Jonathan Gatward, Marketing Director at Britvic Soft Drinks, said:
“Innovation is at the heart of everything we do at Britvic. Our innovation team’s pioneering spirit, scientific know-how and technical expertise enables us to create drinks that are genuinely different and excite consumers. With Turbo Tango, we’ve gone one step further and come up with a world first that really is ‘soft drink meets squirty cream’.
“Customers already love Tango’s quirky, adventurous and irreverent advertising, and we believe this new twist on the brand will generate even more fans – teens and adults alike.”
“Teen consumers told us they found the category ‘samey’ and were ready for something genuinely new and different. The reaction to Turbo Tango has been amazing from consumers and customers – we’ve certainly never had teens trying to buy a pack from us in research before.”
* the world first commercial application for a carbonated soft drink in a plastic aerosol format